PENGARUH KUALITAS DESAIN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PERCETAKAN GLOBAL PRINT

Abstract

This study aims to analyze the influence of design quality, product quality, and price on consumer purchasing decisions at Global Print printing services in Bima City. This research uses a quantitative approach with a survey method through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test with SPSS version 27. The results of the study show that design quality, product quality, and price have a significant influence on purchasing decisions, both partially and simultaneously. The coefficient of determination indicates that the three independent variables affect purchasing decisions by 52.1%, while the remaining percentage is influenced by other factors. These findings highlight the importance of visual aspects, service quality, and pricing strategies in enhancing consumer appeal toward printing services.